Cute as a button insights
on the Baby shopper
Whether a new bundle of joy is on the way, or looking after their growing families, shoppers are deeply engaged with the Baby category in the supermarket. When making purchase decisions about the products right for their family, shoppers want to feel confident and informed and look to retailers and brands to support their parenting journey.
Our Category Collection Baby research sought to understand how shoppers are behaving in the category. These insights will help inform strategic retail media solutions, which help your brand reach, engage and convert category shoppers.
See what else we discovered about Baby customers below.
We spoke to 1,966
Baby shoppers
Cartology conducted a national survey via the Woolworths Group Gather Panel, to go deeper with Baby category shoppers across 6 key sub categories.
The study looked at purchase drivers, shopping behaviours, retail media interactions and expectations of brands.
shoppers
survey
We researched;
Baby food, standard baby formula, specialty baby formula, nappies, baby wipes and baby toiletries.
Baby food, standard baby formula, specialty baby formula, nappies, baby wipes and baby toiletries.
So, what did Baby shoppers tell us?
Omnichannel shopping is key in Baby.
48% of Baby shoppers are omnichannel, shopping the category online and instore monthly (12% higher than total supermarket average).
Baby shoppers buy in bulk.
Baby shoppers buy in bulk with 62% stocking up to ensure there are always spare nappy’s, food and formula available.
Brand loyalty is strong in the Baby category.
58% of baby shoppers are brand loyal. With reliability (55%) the main reason they stick with a brand they know and trust.
Sub-Category Spotlight - Nappies
68%
of shoppers stick to their usual brand when it comes to Nappies.
9 in 10
shoppers plan to shop Nappies.
51%
stock up on Nappies (to not run out).
Book in your Baby category deep dive session today!
Get in touch with the Cartology team to book in your Category Collection deep dive.
Source: Woolworths Gather Panel, Cartology, Category Collection customer research series (Baby, Drinks, Health & Body, Pet Care and Snacks), 2023